By Michael Baginski/ IPW wasn’t a doozy – at least in the way I predicted in this space a week ago. To be clear, the annual U.S. Travel Association tradeshow was absolutely first rate thanks to the organizers, and particularly host city Chicago; however, any anticipated fireworks inside the show were quickly doused by a thorough glossing over by U.S. Travel and Brand USA of the affairs going on outside the convention space.
To be fair, IPW is a showcase for all that is a good and desirable about America. And there is, let’s remember, plenty of that, as evidenced by the compelling new “America the Beautiful” marketing campaign that was revealed at the show by Brand USA (whose mandate, it should be noted, is to promote the U.S., not defend it – especially when being threatened by funding cuts by the administration in power).
However, for its part, U.S. Travel chose not to hold its annual press conference – a chance to speak to (and hear from) the entire world as represented by several hundred international journalists in attendance – which was a stunning development that was amply vocalized as such by some of the experienced scribes on hand, and even privately by multiple U.S. tourism executives in attendance.
After all, even as the twin pillars of U.S. travel were tiptoeing on eggshells, beautiful America’s beastly side was fully on display during the week.
Indeed, even as delegates were checking in ahead of the official start of the show, the shocking news of a political assassination in Minnesota spread through the hall. The next day, 75,000 Chicagoans joined an estimated 5 million nationwide in a protest against the president, chanting and carrying signs such as “No kings,” and “No crowns for clowns,” but most much more graphic.
And other whispers took hold – that two British journalists on their way to the show had been turned away at the border after undesirable content was found on their phones. True or not, the rumour embodied the climate of fear – or “elephant in the room” as more than one observer called it – that many hoped would be addressed during the course of the week.
For the most part it wasn’t.
At IPW’s opening luncheon, U.S. Travel president Geoff Freeman enthusiastically declared America “the world’s most desired nation to visit,” with 73 million annual visitors and growing year over year since the pandemic.
In contrast, he acknowledged that “over the last decade, America has lost ground in the global travel market,” adding, perhaps simplistically, that “to reclaim our share, we must deliver a stronger, more seamless experience that meets the expectations of today’s international travellers.
“The question ahead isn’t whether people want to come – they do!” he maintained. “The question is whether we, the United States, is ready, and are we doing everything we can to deliver the experience that travellers deserve, because the world is watching how we welcome visitors and manage the moment and how we perform on the biggest stages of our time (like the upcoming 2026 FIFA World Cup and 2028 Los Angeles Olympics).”
In the closest the U.S. travel boss got to acknowledging current issues and concerns about the country that are clearly affecting the aforementioned desire of potential international visitors, Freeman stated, “It is no secret that in some parts of the world, there is a growing perception that the United States might be difficult or even unwelcoming (and) that perception is costing us.”
As such, he advised, “We need to be loud and clear that America is open for business. We want your business, and we’re ready to welcome the world. This can’t come from one agency, or one campaign, it must come from all of us: federal, state, local, industry leaders. Clear, consistent, and unapologetic.
“Secondly,” he continued, “we have to take ownership of the entire travel journey. Travellers don’t experience this industry in parts; they experience it as one system. Their perception of America starts the moment they book a trip…”
On that account, Freeman promised that the U.S. is making meaningful progress on issues such as air travel, TSA and customs processing, and more.
Overlooking travel bans, restrictions and warnings to dozens of countries (mainly in Africa and the Middle East) imposed by the U.S. this month, Freeman further declared: “We are encouraged by early actions from the Trump Administration that signal a White House commitment to increasing travel.”
And In conclusion: “To those of you who come from across borders and overseas, please take this message home with you: America wants you here – and is ready to prove it.”
And there certainly is some evidence of that, at least on the industry and grassroots level, such as in Myrtle Beach, where the South Carolina city’s CVB has been sending greeters to motorcoaches arriving from Canada to express welcome, thanks and appreciation for coming.
Another example: In Plattsburgh, NY, known to many as “Montreal’s U.S. suburb,” where lodging company Adirondack Coast has launched a hyperlocal “Bienvenue Canadians” effort, providing businesses with window signs in French, bilingual service training, encouraging Canadian-friendly promotions, and rolling out inclusive resources for all travellers.
“This response may not reverse trade policy, but aims to restore traveller confidence, one warm welcome at a time,” says the company.
Travel executives from both Orlando and New York City took pains to point out to Travel Industry Today that “nothing has changed” in their cities since the current administration has come to power, and that all visitors are as welcome as ever.
One delegate from Florida went further, telling us that the massive “No Kings” protest across the country that took place on the show’s opening weekend was “a win” for the travel industry by showing the rest of the world the intense level of like-minded opposition and dissent by millions of Americans towards the regime.
(By chance, TIT came across the protest while out exploring the city: organized into a parade format, it was overwhelming; passionate; hilarious – the signs!; and, most importantly, peaceful).
One prominent U.S. travel industry executive – Destination DC president and CEO Elliott Ferguson – stepped up at his own Washington, D.C., press conference to address the “elephant.”
“We know there are challenges about coming to the U.S., but we want people to know that they are welcome,” he said, though added, “I think whether you should travel or not, you should follow your conscience.”
Ferguson shared that he had been travelling in Paris when that city’s riots broke out in 2023 and recalled, “Did I feel safe walking the streets of Paris the next day? Yes, I was aware of what was going on, but I felt resilient enough to say I don’t want to allow this situation to change my dynamic about visiting a destination.”
On behalf of the U.S., Ferguson continued, “People don’t usually travel for political reasons, but they do follow politics. As an industry, yes, we want you to feel welcome. But, as a country, overwhelmingly so, no matter what the rhetoric is, there is a sense that Americans welcome global visitors into our country.”
Kristen Reynolds, CEO of Choose Chicago, also saw a reason for hope. “We know that regardless of what’s happening in the world,” she said, “(the U.S. travel industry is) united, and will prevail together.”
If this article was shared with you by a friend or colleague, you may enjoy receiving your own copy of Travel Industry Today with the latest travel news and reviews each weekday morning. It’s absolutely free – just CLICK HERE.